The perspective behind the studio
Nicolas Higuera
Founder & Creative Director
Treguer Studio is an independent branding and creative practice led by Nicolas Higuera.
Bringing together brand strategy, business thinking and creative direction, Nicolas approaches brands as complete experiences — considering not only how they look, but how they behave, feel and become part of people’s lives.
His perspective is shaped by an international background and an enduring interest in hospitality, culture, spaces and the subtle details that influence how people connect with a brand.
-
Nicolas’ path into branding began with business rather than design.
He studied Business Management, Marketing and Entrepreneurship at Toulouse Business School, later complementing his background with specialized studies in Luxury Management and Food & Beverage through Bocconi University, alongside further training in Graphic Design, Web Design and Interior Design.
This combination gradually brought strategy and creativity together — forming the foundation of the multidisciplinary approach behind Treguer Studio today.
Rather than separating business thinking from design, Nicolas sees them as inseparable. A strong identity should not simply look considered; it should support where a business wants to go.
-
Living across South America, Europe and Asia has shaped the way Nicolas observes brands, people and places.
Fluent in Spanish, English, Portuguese and French, he works naturally across different cultural contexts and markets — bringing an international perspective to projects without losing sight of the nuances that make each one specific.
Different cities, rituals, hospitality traditions and ways of living have made him particularly attentive to the details that often go unnoticed: how a space welcomes someone, how service creates trust, how materials influence perception, or how communities develop their own codes and sense of belonging.
Architecture, food, travel, fashion, furniture, photography and everyday human behaviour all become references — not to be copied, but to understand why certain experiences feel natural, memorable and emotionally resonant.
That way of observing the world continues to inform every project at Treguer Studio.
What I believe
I believe branding goes far beyond traditional design.
A brand is an emotional, visual and strategic expression of a business — shaped not only by how it looks, but by how it behaves, feels and is experienced.
At Treguer Studio, I don’t simply build identities. I shape the world around them: the strategy, the visual language, the spaces, the interactions and the details that allow a brand to become recognisable and meaningful.
My approach is guided by business thinking, culture and human connection, with the belief that beauty has the greatest value when it carries intention.
The strongest brands are not simply remembered.
They become part of how people live, gather, choose and belong.
A brand has a personality and a soul. Your business is just its body.
Selected features & recognition
A WORLD OF REFERENCE
What shapes the work
Places
& Culture
Cities reveal how differently people live, gather and express identity.
Travel and cultural observation continually shape the studio’s understanding of context — and the importance of creating brands that feel relevant to the people and places around them.
Hospitality
& Ritual
Hospitality is built through details.
A welcome, a table, the pace of service, the way something is presented — small gestures can completely change how an experience is remembered.
These rituals offer constant lessons in emotion, anticipation and care.
Architecture
& Objects
Material, proportion, light and form influence perception before words ever do.
Architecture, furniture and objects are an ongoing source of reference for the studio, particularly when exploring how a brand can move naturally between visual and physical environments.
People
& Behaviour
Ultimately, brands exist for people.
Observing how people gather, choose, move through spaces and connect with one another is central to Nicolas’ approach.
Because the most meaningful brand experiences are not simply designed to be seen.
They are designed to be lived.
